Ace Metrix

About Ace Metrix

Ace Metrix operates as a specialized advertising analytics firm, providing a platform to measure the effectiveness of video advertising for major brands and creative agencies. Founded in June 2007 by JuYoung Lee and Steve Goldman, the company launched its core ad measurement service in 2009. The firm's establishment was driven by the observation that there was a significant opportunity for innovation in the television analytics space, specifically in the complex challenge of measuring the creative quality of advertisements. A key figure in the company's trajectory was Peter Daboll, who joined as CEO and brought over two decades of experience in advertising effectiveness from roles at Nielsen, comScore, and Yahoo!. His background in developing systems to measure consumer response to advertising was instrumental in shaping Ace Metrix's offerings.

The company's business model is centered on a subscription-based syndicated service, providing clients with real-time, actionable data. This approach allows advertisers to access not only performance data for their own campaigns but also to benchmark them against competitors and industry trends, as Ace Metrix analyzes every nationally televised ad. In January 2021, Ace Metrix was acquired by iSpot.tv, a company specializing in measuring the reach and conversion rates of TV advertising. This strategic acquisition created a unified solution for brands to track both the brand impact and business outcomes of their video advertising efforts across all screens. Following the acquisition, Ace Metrix's 45 employees joined iSpot, and CEO Peter Daboll transitioned to the role of Chief Strategy Officer at the parent company.

Ace Metrix's core service quantifies the creative impact of video ads through a proprietary methodology. Each advertisement is scored by a panel of at least 500 U.S. consumers, who are demographically balanced to the national census. These viewers provide feedback on key metrics such as Attention, Likeability, Desire, and Relevance, which are then aggregated into a single "Ace Score" on a scale of 0-950. The platform also captures extensive qualitative data through open-ended viewer comments, which are analyzed using natural language processing to gauge emotional sentiment and cultural perception. This dual quantitative and qualitative approach provides advertisers with a comprehensive understanding of what resonates with viewers and why. The company's product suite includes offerings like Ace Metrix LIVE for real-time competitive insights, Ace Metrix TARGET for granular audience analysis, and specialized tools to evaluate short-form ads and Spanish-language creative.